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Media media consumption has gone up in the united

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MediaMedia consumption has gone up in theUnited StatesThis has replaced family timeIn 2017 children 0-8years old were averaging 48 minutes on mobiledevicesThis media shift can resulted in declining American education systemProducing a lower percentage of college students than 12 othercountriesImportant to be mindful of how media habits ultimately affect theeconomic status of a countryIe: Less media consumption in China leaves more time forstudyingGovernmentMajor changes in governments can have noticeable effects on personal beliefs andother aspects of culture.Some countries Govt owns the mediaUses propaganda to form public opinionOther countries prefer no separation of church and state (Iran)Government influence thinking and behaviour through thepassage, promulgation, promotion, and enforcement of a varietyof laws affecting consumption and marketing behavioursCorporations *Crucial role as “change agents”Most innovations are introduced to societies by companies (multinationalcompanies)Primary conduit for the diffusion of innovationsMultinational firms have access to ideas from around the world, so throughefficient distribution of new products and services, based on NEW IDEAS,cultures are changed → new ways of thinking are stimulated.TheElementsof Culture:Cultural ValuesIndividualism/Collectivism IndexPower Distance IndexUncertainty avoidance indexCultural values and consumer behaviourRitualsSymbols○ LanguageIdiomatic and symbolic meaning expressed is important in copywriting
Linguistic distance:New concept proving to be useful to marketingresearchers in market segmentation and strategic entry decisionsHas shown to be an important factor in determining differences invalues across countries and the amount of trade between countriesIdea is that crossing WIDER language differences increasestransaction costsBilingualism → →Relationship between bilingualism/biculturalism andconsumer behaviours and valuesBilingual consumers process advertisements differently if heard intheir native, vs. second languageBicultural consumers can switch identities + perception framesAestheticsas Symbols: art, folklore, music, drama, dance, dress, cosmeticsWithout culturally consistent interpretations and presentations86of countries’ aesthetic values,a host of marketing problems can arise.Product styling must be aesthetically pleas- ingto be successful, as must advertisements and package designs. Insensitivity to aestheticvalues can offend, create a negative impression, and, in general, render marketing effortsineffective or even damaging. Strong symbolic meanings may be overlooked if one is notfamiliar with a culture’s aesthetic values.BeliefsThought ProcessesDegree to which thinking varies across cultures.. For ex: Culture matters morein snap judgements than in long deliberationsDifference in perception (focus vs big picture)Associated with differences in variety of values, preferences, and

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Term
Winter
Professor
Volpe

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